| Titre : | Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand (2012) |
| Auteurs : | Vallastera Christine, Auteur ; Lindgreen Adam, Auteur |
| Type de document : | Article : texte imprimé |
| Dans : | Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011) |
| Article en page(s) : | pp.1133–1143 |
| Langues : | Anglais |
| Index. décimale : | 650 |
| Tags : | brand values ; actors ; situational context ; social interactions |
| Résumé : | Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process. |
| Note de contenu : | industrial marketing |
| DEWEY : | 650 |
| ISSN : | 0019-8501 |
| En ligne : | http://www.sciencedirect.com/science/article/pii/S0019850111001362 |
